Managing Marketing Managers at British Airways

This assignment delves into the complexities of managing marketing managers within a large organization such as British Airways. It explores various challenges faced by managers in this role, including adapting to evolving workplace conditions and effectively utilizing performance appraisal methods. The report also emphasizes the importance of job descriptions, specialization requirements, and employee retention strategies for successful marketing management.

Issues in Human
Resources Management

Table of Contents
INTRODUCTION...........................................................................................................................1
ASSESSMENT QUESTIONS.........................................................................................................1
Q1 (A) Issues in HRM and challenges in an organization..........................................................1
(B) Critical analysis of four challenges.......................................................................................3
Q2 (A) Description of Job, person specification and appraisal methods for evaluating
marketing manager performance.................................................................................................4
(B) Designs and significance of Job description, person specification and appraisal methods. .7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Human resource management is all about managing staff members that are performing at
workplace for gaining maximum benefits. However, its all abut enhancing the performance of
individuals working in business entity (Anderson, 2013) . British airways is one of the most
successful airline company which is engaged in offering travelling services to their desired
clients by accomplishing business activities in most appropriate way. Therefore, assignment is
throwing lights on significance of managing employees performing at workplace with the use of
various methods. Main objective of project is to identify the major issue and challenges
encountered by firm while managing human resource. Evaluation of marketing manager
performance with the use of distinct tools and techniques are also outlining in this project for
making corrective decisions.
ASSESSMENT QUESTIONS
Q1 (A) Issues in HRM and challenges in an organization
British airways is most popular enterprise in aviation industry due to their qualitative
products and services provided to customers. Managers of companies are playing major role in
managing business activities by considering each or every aspect in much better way. HR team is
liable for numerous of activities in an organization such as; designing salary, planning training
and development programmes, guide the employees, recruit or select eligible candidates and so
on. Thus, personnel department is surrounded with maximum range of roles and responsibilities
towards company success with the help of appropriate tools and technology. At the same time it
has been assessed that HRM team of British airways is encountering numerous of issues while
performing their job role as well as challenges that have a major impact on their success
(Aswathappa, 2013) . Hence, various issues are discussed as follows:- Retention:- According to this element retention is a responsibility of HR team as they
need to conduct various programmes or sessions to motivate employees to continue same
organization for longer period of time. Basically, employees are seen as a lifeblood for
British airways because business activities are managed by them only. Recruitment:- As per this component selection of eligible employees is most
indispensable duty which is performed by personnel team and facing numerous of issues
while doing this. For example; identifying deserving candidate is not an easy task due to
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high range of competition. Therefore , selecting suitable employee for certain job role is a
most complicated process due to changes in internal and external elements. Training and compliance:- Development of employees is essential for company success
because it aids in enhancing the business productivity by accomplishing business
activities in more effective way. However, every employees are belong from distinct
viewpoints, opinions and learning power due which HR face a major problem while
conducting training programmes at workplace. For instance; consumer maximum funds,
attentive nature and so on. Health and safety:- Employees are very serious towards their security in order to prevent
themselves from dangerous risk. Thus, HR are encountering issues related with safety by
acquiring number of policies, terms and conditions (Brewster and Hegewisch, 2017) . Discipline:- Management is all about maintaining peaceful environment at workplace by
considering necessary terms and conditions in order to motivate workers towards set
objectives. Along with this, maintaining discipline requires lots of patience level to
understand aspects of every members. Payroll :- Chances of confusion due to presence of large number of employees in British
airways which hamper the success of an association. HR is facing problem while
preparing salary data due to casual leaves, sudden accidents and so on.
 Employee queries:- Every individual are having their personal doubts and queries while
working such as; any hygienic issue, conflicting situations, environmental factors and so
on.
Throughout the study of above factors it has been understood that HR department are
facing major problems and obstacles while performing their job role (Cascio and Boudreau,
2010) . Apart from this while resolving these issues challenges are encountered that affects their
success and image. Some of the major challenges are- Implementations:- It is not easy to execute changes at workplace because no one can get
ready to adopt new things as it may disturb the association in various manner.
Additionally, company can easily enhance the performance of an enterprise by
implementing various changes at marketplace.
 Technological issues:- Less skilled employees are not ready to use complicated tools and
methods because it may create chances of mistakes and errors. Along with this, hampers
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the organization in various manner by creating problems while accomplishing business
activities.
Instead of two of these challenges, HRM team are encountering number of issues and
problems while performing several job roles and responsibilities.
(B) Critical analysis of four challenges
British airways is a large aviation industry whose main objective is to gain maximum
benefits by acquiring attention of millions of clients as per their choice or preferences. Thus,
higher authority of business entity are focussing on various essential job role in order to attain set
objectives or goals in a defined time period. It means, they need to manage things by
understanding the views or opinions of every employee in order to make positive relation with
every staff members. Beside this, number of authors are expressed that HR team are
encountering major challenges which is described as follows:- Management changes:- British airways is growing in a fastest way due to which their
process or strategies is also growing in a fastest way due to which some employees are
encountering very much difficulty to cope up with reformation occurring at workplace
(Chelladurai and Kerwin, 2017) . Beside this, number of competitors are facing
minimization in their productivity and morale of staff members. In order to overcome this
major challenge manager of company needs to conduct regular meeting for interacting
with their workers for understanding their views or opinions towards changes. Leadership development:- According to study it has been analysed that almost third of
companies are performing average job without performing effective roles and
responsibilities. It means leading capability of company is highly average as managers
are not able to perform specific job role in proper manner due to fluctuation in factors.
Therefore, to resolve this HR needs to create useful opportunities by using their internal
strength on daily basis. Workforce training and development:- Investing funds and time in improvement
sessions is one of the most major challenge that is faced by HR in today's scenario
because few managers are facing major issues while determining resources (CHUANG
and Liao, 2010). As a result employees working in a front lines are seen as a most hardest
employees at workplace due to which they are not able to attend training course. Thus, in
order to overcome this problem managers needs to acquire maximum time period for
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enhancing the knowledge of employees by offering online training sessions to their
employees whomsoever are not able to attend learning classes.
 Recruiting talented employees:- Acquisition of talented or skilled employees is a major
investment of duration and funds. Therefore, it is hard for managers to maintain balance
between running business and hiring correct people at right time. In fact, it is impossible
to identify that candidate is fully appropriate for particular position at workplace.
By considering above four challenges it has been understood that HR manager is facing
lots of obstacles and limitation while accomplishing their business activities in appropriate
manner. Along with this, company needs to focus on each or every aspect for making plans to
overcome several major issues. Although, British airways is adopting various modern
technologies to overcome challenges which is occurring at marketplace as well as workplace
while implementing various HR activities in appropriate manner (Daley, 2012) .
Q2 (A) Description of Job, person specification and appraisal methods for evaluating marketing
manager performance
Marketing manager of British airways are liable for promoting their goods or services
across the international boundaries to maximize their benefits by satisfying needs or demands of
distinct customers. In fact, they must have the capability of convincing others with their polite
nature and behaviour for gaining attention of domestic as well as foreign users (Fulton And et.
al., 2011) . Thus, while appointing a marketing manager for large company that is British
airways number of factors are identified which must be considered in order to accomplish
business activities in much better way. An appropriate description of job and person
specialisation is described in detail as below:-
Job description
Name of organization- British Airways
Job position :- Marketing manager
Location- England, United kingdom
Responsible to – Director or head of marketing
Purpose of job:-
 Create a positive relations between an enterprise and audiences.
 Ensure that profit of an association get maximized.
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 Management of marketing activities for implementing all the business activities in
suitable manner.
 Control wastage and company loss.
Roles and responsibilities:-
 Ability to perform marketing activities with the use of modern technologies.
 Potentially to convince domestic as well as foreign customers.
 Promote products or services of an organization by using various tools and techniques.
 Assist customer executive members towards their assigned job role and functions.
 Try to enhance the sales performance of an association.
 Make sure that consumers get satisfied with their strategies and marketing policies.
 Needs to assess the competitor strategy to design their schemes by considering
necessary facts or figures.
Required qualification:-
MBA (Master degree in business administration) specialist in marketing.
Any diploma in marketing sector.
Experienced required for marketing manager
3 to 6 years
Salary
7 to 9 lac. Per annum
Thus above description shows the requirement or eligibility of marketing manager while
interviewing for this positions in British airways because this place is a very responsible.
However, almost success or development of company is depend upon marketing manager
because he/ she is liable to attract final users of products (Glendon, Clarke and McKenna, 2016) .
Thus, after knowing about the suitable job description its time to design person specification
which means quality which is required for becoming eligible for this position in British airways.
Person specification
(Marketing manager)
Required qualification
Mandatory Desirable
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Any level or equivalent Business degree or equivalent
Need to qualified in business studies or
marketing eligibility
Marketing certificates.
Experience and training
Mandatory Desirable
Must worked with any marketing group Must have job role in sales or any supporting
in sales department.
Needs to have previous experience in B2B
surrounding.
Experience of liaising with any other
association such as; publishers, successful in
promoting techniques and so on.
Must have any involvement in implementation
process of marketing strategies
Must have capacity to work on self talent and
initiatives.
Knowledge
Mandatory Desirable
Knowledge about marketing tools and channels Sales procedures and tools
Strategy marketing Office administration
Aware about Promotional techniques Must have approach in social media channels
in B2B framework.
Know about CRM,systems
Thus, all the above factors must be considered while appointing marketing manager of an
organization in order to attain set objectives or goals in a minimum time period. Apart from this,
number of appraisal methods are identified which plays a very eminent role in encouraging
marketing managers towards their aims and objectives (Purce, 2014) . Performance appraisal
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process is a systematic method which evaluates performance of person in terms of various
factors such as; productivity and so on. Thus, some of the major methods of appraisals are
described as follows:-
 Assessment Centre method:- According to this tool an organization can easily test the
individual in social circumstances. This term is utilized by start-ups for assessing
members serving at higher level. Thus, this tool is beneficial for evaluating managers or
leaders who is assisting their subordinates and peers on day to day business activities.
Through this method an individual can determine the capability and potentiality of
manager while serving society.
 Behaviourally Anchored rating scale:- One of the most advanced technique of appraisal
which is enhanced in current time period. It helps in giving guaranty of precision and
effectiveness.
Apart from above two there are number of other approaches are used by an organization
to assess marketing manager in order to identify hidden barriers as well as requirement of any
improvement.
(B) Designs and significance of Job description, person specification and appraisal methods
British airways is a multinational organization which are becoming more or more
successful in coming time period due to changes in consumer demands and various trends.
However, description of job is very much essential for appointing deserving and talented
managers at workplace in order to maximize profit level of business entity (Human Resource
Management, 2018). In fact, job description , person specification and appraisal methods are
playing a very crucial role in success and development of an enterprise by appointing eligible
person by considering necessary facts or figures. Personal specification will aid them to identify
the particular requirements which are present in the organisation as it help them to find .
However, number of elements are identified which shows these factors are useful for company
success and development. Some are discussed as follows:-
 Enhance the sales performance of an organization by using number of methods and tools
in appropriate manner.
 Along with this supports in understanding the needs or requirements of employees at
marketplace in order to gain maximum benefits.
 Helps in improving the performance.
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 Raise the productivity by generating more or more income.
 Ensure that company needs to focus on various aspects like train the employees for
improving the knowledge of staff members.
Hence, it has been understood that description of job and specification as well as
appraisal methods is highly beneficial for company success because it helps in hiring best
candidates for managing marketing activities in order to gain maximum benefits or profit level.
CONCLUSION
From the above report it has been summarised that number of issues are faced by
managers while managing human resource at workplace due to changes in several factors that are
affecting working conditions of business entity. However, it is essential for large organization
just like British airways to make proper plans and strategies to overcome several challenges
encountered while assisting staff members. Along with this need to offer best facilities to their
employees in order to promote employees retention at workplace. Mainly, above report was also
focussing various useful methods of appraising marketing manager so that they can accomplish
their business operations in most effective manner. Hence, above assignment consist of proper
job description and person specialisation required for leading as a marketing manager. All these
management aids an enterprise to run their business entity in proper way by gaining high range
or return on their initial investment.
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REFERENCES
Books and Journals
Anderson, V., 2013. Research methods in human resource management: investigating a business
issue. Kogan Page Publishers.
Aswathappa, K., 2013. Human resource management: Text and cases. Tata McGraw-Hill
Education.
Brewster, C. and Hegewisch, A. eds., 2017. Policy and Practice in European Human Resource
Management: The Price Waterhouse Cranfield Survey. Taylor & Francis.
Cascio, W. and Boudreau, J., 2010. Investing in people: Financial impact of human resource
initiatives. Ft Press.
Chelladurai, P. and Kerwin, S., 2017. Human resource management in sport and recreation.
Human Kinetics.
CHUANG, C.H. and Liao, H.U.I., 2010. Strategic human resource management in service
context: Taking care of business by taking care of employees and customers. Personnel
psychology. 63(1). pp.153-196.
Daley, D.M., 2012. Strategic human resources management. Public Personnel Management.
pp.120-125.
Fulton, E.A. And et. al., 2011. Human behaviour: the key source of uncertainty in fisheries
management. Fish and Fisheries.12(1). pp.2-17.
Glendon, A.I., Clarke, S. and McKenna, E., 2016. Human safety and risk management. Crc
Press.
Purce, J., 2014. The impact of corporate strategy on human resource management. New
Perspectives on Human Resource Management (Routledge Revivals), 67.
Online
Human Resource Management 2018. [Online]. Available through:
<https://study.com/academy/lesson/human-resource-management-definition-objectives-
responsibilities.html>
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